I am going to start off by making my own label. The label will have Calibri font with Light blue coloring so it could show the effect of it being cold and clear at the same time. Next, I will find a clear smooth bottle and pour clear liquid to show the effect of clear beer inside of the bottle. The label will be placed on the side of the bottle. Next will be the beer photo shoot. I have two concepts. The first concept will be to take the bottle with the label to Mt. Charleston and shoot in the snow. I will keep the wilderness theme to be able to create an earthy look. The second shoot will have a model that will be dressed with a white bikini. This shoot will take place at the studio and I will be using a high key affect. By doing this affect with this bottle will allow me to have an over exposed look and will stay with the clear theme. The model will be a Caucasian to have the clear theme to it. There will be a three light shoot. Two light boxes and one hair light. After the shoot is done, I will take the image to our Mac computer and use CS5 photo shop and edit the image to have the clear theme. These images will be all in Raw files so that I could get all the clarity and description in that image.
Wednesday, November 24, 2010
Implemention Evaluation Control
Implementing Lucid beer to the public will be a challenge. We believe if Lucid Corporation finds a great distributor and advertises well to the public, we will have a great chance in this competitive world of brewery. We understand that there is a lot of compitition and we feel that we have a great chance to succeed due to our new look on our product that many have not seen yet in the market.
“Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly. Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how.”
Evaluating our product will be a great thing for us. We feel while we are doing this, we could reach out to the community and try to understand why and why not they choose our product to refresh. Going door to door will be out of the question but building booths at place of sales and handing out taste testers will give us the reaction that we need to know where we are going wrong with our product.
“The consumer arrives at attitudes toward different brands through some evaluation procedure. How consumers go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation. In some cases, consumers use careful calculations and logical thinking. At other times, the same consumers do little or no evaluating; instead they buy on impulse and rely on intuition. Sometimes consumers make buying decisions on their own; sometimes they turn to friends, online reviews, or salespeople for buying advice.”
Having control on what our customers feel about our product will only make our product better then the first day it introduced itself to the market. Feedback and surveys will give us all the information we need and being on top of those things will be great for us.
“Because many surprises occur during the implementation of marketing plans, marketers must practice constant marketing control—evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained.”
Price
Lucid Corporation will be offering our product for what its value is worth. After countless hours researching and producing our clear, refreshing product, we feel that a MSRP price of $11.95 that makes it $1.99 a beer. We understand that it will take about $8.98 to make one bottle of beer that’s after taxes and distributing and taxes.
"Competition-based pricing involves setting prices based on competitors’ strategies, costs, prices, and market offerings. Consumers will base their judgments of a product’s value on the prices that competitors charge for similar products"
Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing
Promotion
Lucid Corporations will be part of all social network. We also want to try grab our customers attention by attending all events to be able to promote our new line of beer. We will take extreme measures to advertise our new product to our potential customers.
We beleive as soon as the word gets around, about our clear refreshing beverage, people all over the world will start speaking about our beer.
"Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget." ppg 389
Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing
We beleive as soon as the word gets around, about our clear refreshing beverage, people all over the world will start speaking about our beer.
"Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget." ppg 389
Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing
Distrubution
Lucid Corporation will be investing on their own fleet company of tractor and trailers to distribute our fine clear beer to selective facilities in the western part of the United States. We feel that by doing this, it will only certify value and customer service to our value customers. Showing that type of relationship will only say that we are serious about our beer. We are not trying to take away the great taste of our beer from anybody but we do feel that our product showed be appreciated.
“By contrast, some producers purposely limit the number of intermediaries handling their products. The extreme form of this practice is exclusive distribution, in which the producer gives only a limited number of dealers the exclusive right to distribute its products in their territories.”
Product
Lucid Corporation has introduced a new beer for the new generation drinker. We have been able to produce a beer with the riches ingredents and take away the traditional color. We made sure that th satisfaction in our beer will not be ruined with a high quantity of alcohol. By brewing a beer with 5.7% of alcohol will be able to be enjoyed at dinner and the privacy of the home.
"Once management has decided on its product concept and marketing strategy, it can evaluate the business attractiveness of the proposal. Business analysis involves a review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company’s objectives" ppg 251
Lucid Corporation took time to find a great location in the entertainment capital of the world, Las Vegas. To build a new state of the art brewery. Establishing a facility with stainless steel silos and requiring employees to wear state of the art safety equipment to not interfear with the chemistry ofthe brewery.
"So far, for many new-product concepts, the product may have existed only as a word description, a drawing, or perhaps a crude mock-up." ppg 251
Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing
"Once management has decided on its product concept and marketing strategy, it can evaluate the business attractiveness of the proposal. Business analysis involves a review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company’s objectives" ppg 251
Lucid Corporation took time to find a great location in the entertainment capital of the world, Las Vegas. To build a new state of the art brewery. Establishing a facility with stainless steel silos and requiring employees to wear state of the art safety equipment to not interfear with the chemistry ofthe brewery.
"So far, for many new-product concepts, the product may have existed only as a word description, a drawing, or perhaps a crude mock-up." ppg 251
Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing
Target Market Strategy
Lucid corporation is targeting only the responsible adult. We would like for our product to be enjoyed from all those that enjoy the taste of beer. While you are at dinner with your love ones or at a bar with your fellow friends. Lucid beer is only concerened with individuals that respect our product and be able to speak about us and make us at the top of the list of all other beers. We do feel that our product shoul be able to be shared with anyone who is curious about our product. We feel that as soon as our richness of taste and clarity will only transform them to a responsible individual. That is our target, not just a certain type of individual but all that will be transformed to greatness.
"A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return." ppg 57
Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing
"A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return." ppg 57
Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing
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